QHR’s rebranding was done in a series of stages from strategic brand development and media communications strategies through to creative development and production. I took what I knew about the entire ecosystem of products, the business values and needs, the culture and ultimately the end user experience from a high-level, and started the creative process.
A series of brainstorming sessions spawned a library of sketches, and concepts – all of which needed to be paired with a strong language.
Interviews with current customers, and stakeholders informed the motives behind the information architecture and of the identity system online. The clear portrayal of a parent company, and its series of products was essential to the success of this project, because it had to be scalable for any future products. Information about each product had to be accessible and identifiable. Corporate information, essential for investors needed to be present, but could not overshadow or conflict with the purpose of presenting its products clearly as well.
Stakeholder and Customer Interviews
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